Rethinking PR for Emerging Brands

For a long time, public relations felt like an insiders-only game. Agencies with polished decks, year-long retainers, and a preference for already-established names. But today’s market doesn’t operate on old rules, and neither should PR. Small brands are no longer waiting for permission to be visible. They’re crafting bold identities, creating culture, and building real relationships with their customers. What they often don’t have is access to the storytelling tools and media relationships that can take that momentum further.

That’s where the shift is happening.

The New PR Playbook

Modern PR isn’t just about pitching to traditional media (though that still matters). It’s about building layered visibility: content that’s shareable, messaging that sticks, and press that earns trust. And it’s about moving quickly, matching the pace of the brands doing the most exciting work today.

For emerging brands, especially those in beauty, wellness, and lifestyle, this can mean capitalizing on a single moment: a launch, a new product, a collaboration, or a viral post that suddenly opens doors. But the key is knowing what to do next, how to turn interest into impact.

PR should be accessible, not gatekept. That’s why newer models like Six One Labs are becoming increasingly relevant: creative, project-based support that helps small brands play bigger without overcommitting.

What small brands need from PR isn’t a one-size-fits-all service. It’s flexible support: smart messaging, strategic media outreach, production capabilities, and influencer strategy that actually feels personal.

Six One Labs was built with that in mind. No retainers, no fluff, just curated, creative PR services that meet brands where they are, and help them get to where they want to be.

Because visibility shouldn't be a luxury.